Xin Ou
Research expert covering Greater China
E-commerce in New Zealand - statistics & facts
From the rise of artificial intelligence integration and personalized buying experiences to heightened engagement with social commerce, New Zealand’s e-commerce market is rapidly evolving. Alongside this, the country’s online shoppers are increasingly drawn toward value-driven shopping due to cautious household spending, consequently searching for more deals, discounts, loyalty schemes, and tailored offers. While domestic retailers dominate online transactions, international online marketplaces like Temu are reshaping the e-commerce landscape, drawing in more New Zealand consumers due to their low-cost, broad product ranges.
With New Zealand’s e-commerce market poised to continue its upward trajectory, building a stronger online presence and investing in digital payment solutions, mobile shopping apps, and online brand visibility has become vital for retailers to connect with more potential customers. As omnichannel shopping activities become more prevalent nationwide, investment in e-commerce is crucial not only as a direct shopping channel but also as a source of inspiration, as customers increasingly compare items across multiple sales channels, as well as check stock availability and product information before purchasing in-store.
Is online spending on the way up?
While total retail expenditure in New Zealand fell in 2024, online spending on goods rose by around five percent compared to the year prior. Department, variety, and miscellaneous retailing remained the most popular online spending sector in the country, followed by clothing and footwear e-commerce. Online shoppers in the Auckland region accounted for the largest share of online expenditure across New Zealand’s regions that year, likely due to its high population density. Those aged 30 to 44 years old were the biggest online spenders across age groups nationwide, with shoppers in the 75 and over cohort accounting for the lowest online expenditure share.Online marketplaces’ strengthening presence
From long-standing online retailers and marketplaces like Chemist Warehouse, Kmart, The Warehouse, and Trade Me to new entrants including Temu, New Zealand’s e-commerce landscape is diverse and highly populated. In particular, online marketplaces have become the go-to one-stop hubs among New Zealand’s digital shoppers due to their extensive product ranges with affordable price tags. Local platform Trade Me and China-based Temu recorded the highest gross merchandise values across leading online marketplaces operating in the country in 2024. trademe.co.nz recorded the highest website traffic across popular online marketplaces countrywide in February 2025, at over 22.6 million site visits, followed by aliexpress.com.What drives customers to complete online transactions?
Discounts, special offers, and order tracking visibility, were the leading factors considered important among New Zealand consumers when making online purchases, followed by the seller’s location, with a preference for local retailers. While the country’s consumers tend to shop more online with trusted New Zealand-based brands, low-cost international players are starting to attract more customers due to their competitive pricing strategies. Conversely, the key frustrations encountered by the country’s online shoppers were poor product availability and delivery delays. Thus, optimizing pricing strategies, harnessing sales periods like Black Friday, and boosting operational efficiency regarding inventory and order management through artificial intelligence could be key to keeping customers engaged.With New Zealand’s e-commerce market poised to continue its upward trajectory, building a stronger online presence and investing in digital payment solutions, mobile shopping apps, and online brand visibility has become vital for retailers to connect with more potential customers. As omnichannel shopping activities become more prevalent nationwide, investment in e-commerce is crucial not only as a direct shopping channel but also as a source of inspiration, as customers increasingly compare items across multiple sales channels, as well as check stock availability and product information before purchasing in-store.
